Remember that values questions have a “you” in them. The goal is to involve people in relating what they see on the screen to their own lives, not to analyze the filmmaker’s technique or to engage in intellectual criticism. Allow the conversation to flow along a values and feelings track.
George Gerbner was a a professor of communication and dean at the Annenberg School for Communication at the University of Pennsylvania. Known for his research on television content, he developed the concept of cultivation theory, which posits that stories told by a culture shape individuals' values and behaviors. His work on television violence, where he coined the phrase, the "mean world syndrome" was important for many in the media literacy community.